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ERIC Number: ED262448
Record Type: Non-Journal
Publication Date: 1985-May-25
Pages: 24
Abstractor: N/A
Reference Count: N/A
The Highway Safety Mass Media Youth Project: A Media Campaign Aimed at Drunk Driving and Seat Belt Use.
Blosser, Betsy J.; And Others
To address the issues of drunk driving and failure to use car restraints among teens and young adults, a 21-month-long media campaign has been developed especially for the 15- to 24-year-old audience to compare the effectiveness of paid advertisements and public service announcements. A formative research approach to message design will be used to determine: (1) the nature of messages to which the target audience will best attend, (2) the target audience's media use patterns, and (3) the optimum frequency of media spots. Subjects will be exposed to a single selected media spot identified by safety issue, appeal, and medium, and edited or embedded into a short segment of radio or television programing. Subjects will respond to recall and attitude measures or discuss the spots in a focus group, and will also respond to measures of media use habits and to the appeals used in each medium and the length of message. Once the messages have been designed according to these data, the campaign will be initiated in three midwestern cities. Information regarding this campaign in conjunction with other school or local campaigns will be collected, as will data on the effectiveness of the paid and public service announcements. This approach is unique in that it attempts to shape the media messages to a target audience, uses an interdisciplinary research team, and exploits an inherent link between research and professional commercial advertising production. (HTH)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A